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chaedillo · 4 years ago

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1.Executive Summary

Burger King Corporation was founded by James McLamore and David Edgerton in Miami, Florida (USA) in 1954. Just like any other businesses, it only started with a few chains until it expanded and continued to cater its consumers up until today. As time goes by, it has expanded their menu but still managed to maintain their low costs but the quality menu. For as low as PHP 64.00 you can already get to taste Buger King’s flame-Grilled burger and with PhP 59.00, you can already enjoy having their rice meal. Up until this day, Burger King is one of the most popular, top-grossing, and flavorful fast-food chains not just locally but also internationally.

We all know that the fast-food chain industry is one of the reasons why the hospitality industry continues to arise and operational due to its high demand. People love it because it offers convenience, affordability and time-saving. Fast-food chains such as KFC, McDonald's, Jack in the Box, Wendy's and Popeyes are the top 5 competitors of Burger King. Its wide variety, effective strategy, strong franchising model, delicious taste, and etc. is what makes it keep up in competing its rivalries. Whopper, Chicken Sandwiches, Cheeseburgers are some of its product offerings and that is why Burger King is dubbed as "Home of the Whopper". In year 2018, Burger King has a total revenue of 388.74 crore in which it was the least revenue they got between the year 2018-2021. In 2019, they got 644.13 crore while in 2020, they have accumulated the highest revenue they have so far that has a total of 846.83 crore amidst the global pandemic that is happening. Today, year 2021, during the first quarter of the year, they have earned a total of 151.65 crore revenue.

This paper discussed Burger King's internal assessment wherein it states the company's corporate profile, mission and vision, product line, and its internal factor evaluation matrix. Next, external assessment has porter's model analysis, external factor evaluation matrix, competitive profile matrix and the key external factor. Moreover, it also discussed the strategy formulation wherein it has BCG matrix, SPACE matrix, GS matrix, IE matrix, and the SWOT analysis. Additionally, the researchers also provided the strategy recommendation, action plan, as well as its financial projection.

It analyzed how Burger King Corporation operates on how it managed to make it to the top and how it maintained the quality of their products. Each part of this paper is a helpful tool and contributes to the success of this paper itself. Also, it is where we will recognise how significant each role is to discuss the outcome of the paper. With that, this paper aims to elaborate, explain, and discuss the story behind the fast-food chain named Burger King.

2. Internal Assessment

2.1. Corporate Profile

5505 Blue Lagoon Drive

Miami, Florida 33126

U.S.A

According to Trefis Team (2019), Burger King is the second largest fast-food chain in the United States and Routley (2019) also states that Burger King was ranked fourth as one of the biggest fast-food chains in America. It has over 10,400 business franchised restaurant. 50 states and 56 countries, Burger King has 1000 chains of stores that totaled for more than 11,455. The company has served almost 16 million customers a day and 2.4 billion Burger King’s hamburgers are sold annually across the world.

In 1954, Burger King Corporation was founded by the two entrepreneurs James McLamore and David Edgerton. It is originally owned by Keith Kramers and his wife’s uncle Mathew Burns. Burger King was inspired by McDonald’s and formerly named as Insta-Burger King during 1953. Even with the rapid success of the Insta-Burger it experienced financial trouble that led James McLamore and David Edgerton to buy the entire company from Keith Krammers and Mathew Burns. McLamore and Edgerton decided to widen their menu in 1957 with Whopper, a burger for big appetites, but still a lower price and they took the power of the popular medium which is television. The first T.V commercial of Burger King was aired in 1958 on Miami’s V.H.F Station and after 5 years by 1959, Burger King was able to expand their outlets outside Florida by establishing its franchise system. The system worked allowing Burger King to increase quickly. Burger King Company was also pursuing to reach out children and establish Kids Club but then by 2015 Burger King had no longer focused on this area.

Despite having trouble times, Burger King still became a well-known fast-food hamburger chain. Through the years, Burger King grew as they use different strategies and form a different and unique characteristics from their competitors.

2.2. Company Vision and Mission

Vision

Burger King’s vision statement is “to be the most profitable QSR business, through a strong franchise system and great people, serving the best burgers in the world.”

Mission

Burger King’s mission statement is to “offer reasonably priced quality food, served quickly, in attractive, clean surroundings.”

2.3. Corporate Officers

Daniel S. Schwartz

Chief Executive Officer

JOSHUA KOBZA

Chief Financial Officer

AZEL SCHWAN

Global Chief Marketing Officer

HEITOR GONCALVES

Chief Information Performance & People Officer

ALEXANDRE MACEDO

President of Burger King North America

JOSE E CIL

President of Burger King Europe

JOSE DIAS

President of Burger King Latin America & Global Development VP

ELIAS DIAZ SESE

President of Burger King Asia Pacific

RODRIGO MUSIELLO

Global Operations

JILL GRANAT

Secretary & General Counsel

JACQUELINE FRIESNER

Chief Accounting Officer & Controller

2.4. Product Line

Burger King operates as a quick service restaurant business focusing on burgers as its main product.

•Burgers

•Salad & veggies

•Chicken & fish

•Sides

•Sweet/desserts

•Beverages

BURGERS

Burger King is a family of different kinds of hamburgers consisting of patties, bacon, king sauce and their american cheese. Their burgers have lettuce, tomato, onion, pickles and it is the main product of their store because of its taste, quality, as well as affordability.

SALAD AND VEGGIES

Burger King salad is totally vegetarian and comes with tomatoes, lettuce, cheese, and croutons. They have different types of salad so that the customers can pick which one is their preferred salad for their side dish. The vegetable used in Burger King salads are always served fresh.

SIDES

Burger king offers frings which is the combination of onion rings and their french fries.

CHICKEN & FISH

Burger King’s chicken & fish sandwiches are pure white alaskan pollock and it also comes with lettuce.

SWEETS/ DESSERTS

BEVERAGES

Burger King’s fruit smoothies are freshly made with low fat yogurt, real fruits and juices were blended to create tropical mango, raspberry, and strawberry banana. The coffee frappes are also made with real arabica bean coffee and blended until it’s smooth and creamy.

2.5. Internal Factor Evaluation Matrix

As you can see from the table, the strong point of Burger King is the strong brand image that they have which is equivalent to 15% in weight, 4 in rating and has a total of .60 in the weighted score; while their weak point is the market concentration which is at 5% in weight and 1 in rating that got a total of .5 in weighted score. In conclusion, Burger King’s weighted score is at 3.02 shows that Burger King internally performs well.

3.External Assessment

3.1. Porter’s Model Analysis

In the rivalry among competing firms, you can see that Burger King competes with major firms like McDonald’s, Wendys, and Taco Bell. In the potential development of substitute products, Burger King’s customers can transfer to another dining because they will have the choice to go to fine dining or prefer to just cook at home. Next, the factors such as the high number of supplies, high overall supply and low forward integration are what makes the bargaining power of supplies. Additionally, the potential of new competitors and new entrants are what Burger King should look after because that’s where they should perform low costs since they should be competing in the market. Lastly, in the bargaining power of customers, it is where high substitute availability, moderate presence of consumer organization, and etc. takes place.

3.2 External Factor Evaluation Matrix

External Analysis

As we can see in the opportunities, market share has the highest weight compare to the others and the lowest for the weighted is New supplier and Increased demand for products. The rating of Internal Expansion, Developing Health-conscious & Market share got the highest rating, “while Increased demand for products got the lowest rating." The average of opportunities only indicate the total weighted score of opportunities.

In the table of threats, we can see that New Competitors have the highest threat in Burger King while the lowest threats are Expiring of contract. As for the rating of the threats, Predicted natural disaster and Legislation for unhealthy fast food got the lowest rate while the highest are New Competitors, New Law & Expiring contract. Total threats only indicate the average of weighted score of threats.

According to the EFE Matrix of Burger King, the total weighted score of the opportunities and threats is 2.92, which indicates the organization is responding in an above-average way to existing opportunities and threats in the industry.

3.3 Competitive Profile Matrix

Competitive Profile Matrix (CPM)

Competitor’s Analysis

As seen in the CPM analysis, McDonald's is the most competitive in the industry with a total score of 3.07, leading in the critical factors market share, market penetration, innovation, financial profit, brand name, and advertising. Burger King, having a total of 2.75, has a relative strength in store location, Research & Development (R&D), product quality, and price competitiveness, tied with Wendy's. With the equal score of 0.12, all food chains in the matrix need to value their employees more as their employee's dedication is low in rating. Burger King should maximize their strengths and improve in market share, market penetration, innovation, and advertising because these are the factors where Burger King has the lowest rating. Financial profit has the greatest value of weight as it can really drive the business to followed by product quality and customer service, both are crucial in the fast-food chain industry.

3.4. Key External Factor

According to the chart above, External Factors are divided into six (6) forces that influence and affect Burger King externally. Both opportunities and threats are equally dividing, which shows that Burger King has balanced forces externally which means they could still be able to control and identify what forces are in need of improvements, solutions or changes in a way that would not have a bad effect to the company or negative forces that they might face in the future but still be able to strategize a plan. This PESTEL ANALYSIS would help Burger King to have a good global performance that would have long-term effectiveness to the business for future decision making.

4. Strategy Formulation

4.1. Boston Consulting Group Matrix

Boston Consulting Group Matrix of Burger king

Figure 2. BCG Matrix of Burger King

● Star: Whopper Products, franchise owned outlet business

● Cash Cows: Supplier Management Service, International food strategic business unit

● Question Mark: Local Foods, confectionery market

● Dog: Ineffective market, Plastic bags, Synthetic fiber products, artificially flavored products strategic business units

In this figure, a strategic management tool will be used by Burger King to analyze the position of their strategic business unit and its market potential to offer their target markets. This BCG matrix would be helpful in a way that it will have a significant presence on deciding whether what kind of strategies can be implemented for Burger King to grow more, invest to their strengths and most especially is to consider the things that hinder their growth and success in the market.

● Star (High Growth, High Market Share)

In this aspect, it has a relatively high growth rate and high market share. The Burger King products, especially their Original Whopper Burgers have rapid growth and dominant market share. It also has 13,000 franchise-owned outlet businesses around the world and its presence in every country makes it a strong brand that is why it earned a lot of significant revenue from that strategy. However, to support their high growth and high market share, careful consideration should be given especially to their product development strategy to develop innovation in this intensive competition of the fast-food restaurants and tap the untapped areas to increase the sales or else, it will become a cash cow.

● Cash Cows: (Low Growth, High Market Share)

In this aspect, it has a relatively high market share but low growth. It is said to be high in market share, but the growth rate is declining and their competitive advantage because they manage their supplier with their own rather than outsourcing it. For them not to go beyond the decline stage, it must be taken into careful consideration of the innovation of their products, investing in research and development to be able to turn this cash cow into a star again. It will surely benefit the sales of the Burger King. In addition to this, the international food strategic business unit is a cash cow of Burger King. Within its category, it has a high market share of 30%. However, the target markets are now shifting their taste and now inclined less to the foods internationally that is why it affected the growth rate of Burger King. They must invest thoroughly to stabilize it, and if it no longer works, this strategy will now be divesting.

● Question Mark: (High Growth, Low Market Share)

In this aspect, it is relatively high growth but low in market share. Some products of Burger King are immensely consumed. However with the strong competition in the market, some customers are like the other restaurants that sells burgers as well. In this way, it is difficult to know if some of the Burger King will prosper and become a star of the brand. And most likely, it requires a significant amount of investment, especially in marketing and maintaining its market share. In line with this, the local foods strategic business unit of Burger King is considered a question mark because consumers are now inclined toward local foods. And burger king is having a low market share in this aspect. In this case, Burger King is most likely to consider and invest in this strategy in order to bring a high market share. Another thing is that Burger King is poor in reaching some areas, the confectionery market is growing for some years now. With that, Burger King needs to penetrate the market because not everybody is being targeted by their current strategy. If they include the confectionery market, surely, it will increase their sales and make it into a cash cow.

● Dog: (Low Growth, Low Market Share)

In this aspect, it has relatively low growth rate and market share. Many of their products have gone through their declining stage due to their marketing strategies and its rivals. Over the years, Burger King incurred losses and one of the reasons is the use of plastic bags. In this era where environmental concerns are being considered. They should divest this and move into an eco-friendly way. Another thing that made them in the dog category is their synthetic fiber products. It resulted from low market share and with that, it must be divested to not incur more losses. And last but not the least, is their use of artificial flavors in their products. Having to innovate products with artificial flavorings does not grow as expected because people nowadays are more health-conscious and as a result, their growth rate and market share dropped. With this, it must call back this product and free it from artificial flavorings.

4.2. Strategic Position and Action Evaluation Matrix

4.3. Grand Strategy Matrix

Burger King is internationally known and because of that, it is acknowledged as the 2nd largest Food chain in the industry, and that is how Burger Kind gained their competitive position. Burger King's strategy shows us how they gain their competitive advantage and the growth of its organization by producing and developing their products and resources. It indicates that Burger King is placed in quadrant I and reveals the Strong Competitive Position in the industry and their Rapid Market Growth. Burger King will grow and aim to continue growing their market environment and developing their products and markets to the industry and applying the integration strategies to have a great opportunity and to make the organization more successful in the industry.

4.4. Internal - External Matrix

The score of Burger King’s Internal Factor Evaluation has a total weighted score of 3.02 and placed in a cell I which reveals that Burger King’s internal environment has a strong IFE outcome of strength and weakness that represents the internal firm. While External Factor Evaluation has a total weighted score of 2.92 that place in cell IV which reveals that the external environment of Burger King identified as a medium outcome score in EFE when it comes to the external opportunities and threats.

The results of IFE and EFE weighted scores are placed under cell I and cell IV, which is the Grow and Build strategies. This segment has a division of Market penetration, Product Development, and Related Diversifications and from the other point of view, backward integration, forward integration, and horizontal integration are also strategies that can be considered and reasonable on this division.

4.5. Strength - Weaknesses- Opportunities - Threats Analysis

Strengths

1. Strong brand image

Burger King takes advantage of its well-known brand. Since 1969, the logo has hardly changed. The famous terms "Burger King," squashed between two drawn hamburger buns, can still be recognized.

2. Moderate market penetration

Market penetration is Burger King's primary expansion strategy. The objective of this comprehensive approach is to increase sales from current customers or markets in which the company already operates.

3. Moderate differentiation of products

Burger King was among the most well-known brands in the business. The company would be able to open new restaurants and introduce new products more easily. Because of the large number of Burger King restaurants around the world, higher market penetration is a strength. Burger King's mild differentiation is also an asset, allowing the company to ensure that some of its products are unique.

4. Greater franchise mix

With over 18 thousand franchised restaurants, the business has almost exclusively become a franchised chain in recent years. Just 52 units are still owned by the company. Even though Burger King has decreased the number of company-owned franchises, the total number of locations has increased every year over the last decade.

5. Strong market position

Market positioning is the method of presenting a brand to potential customers in such a way that they can easily see how it compares to competing products. Burger King targeted the young adult market, especially young males, and positioned itself as a provider of high-quality, great-tasting, and affordable food.

6. Robust financial performance

Burger King's income statement has been strong in recent years, increasing year after year, making them very competitive in their industry as compared to other fast-food restaurants.

Weakness

1. Easily imitable business

Some fast-food restaurants that also has Burger on their menu can easily imitate the Burger King’s best-seller which is the “grilled burger”. They can produce similar products and lower their price because they are the one of the most saleable products in the market when it comes to burgers.

2. Limited product mix

Burger King maintains a limited approach which is shown in its limited product portfolio. Nonetheless, by economies of scale from large-scale sales of a limited range of product lines, this product mix helps Burger King's generic strategy.

3. Low control on franchise model

Acquiring a franchise entails entering a legally binding arrangement with the franchisor. Since franchise agreements determine how you run your company, you will have a little control over the franchise model, leaving little space for innovation. There are usually limitations on where you can operate, what items you can sell, and who you can work with. You would also have a lack of privacy in addition to these issues.

4. Market concentration

This can be a flaw because high concentration means that the top companies have a lot of influence over the market's products and services. It will result in higher prices and lower consumer security because just like Burger King, which is owned by Jollibee. The top firm Jollibee can set price rules and set certain services that can affect small firms.

5. Negative earnings

Full-service restaurants dominate the Philippines fast food industry, with a 31.8 percent market share in 2017. The 100 percent home service delivery sub-segment is the fastest-growing segment, followed by street stalls/kiosks, during the forecast period.

6. Scattered marketing campaign

The scattered marketing used by Burger King can affect current and potential customers. This could result in a low return on marketing campaign investment

and the loss of existing consumers, who would turn to brands with clear and insightful messaging.

Opportunities

1. Internal expansion developing

Burger King's intensive approach has a strategic goal of targeting new consumers in new markets by offering low prices. This intensive strategy entails entering new markets or targeting new consumer segments to support business growth.

2. Health conscious

Consumers are increasingly turning away from unhealthy foods high in fat and calories, therefore introducing healthy options is a smart strategic move. Burger King Worldwide believes that by combining culinary creativity with improved operations, guest satisfaction will be enhanced, as well as the company's profitability.

3. Market shares

Full-service restaurants dominate the Philippines fast food industry, with a 31.8 percent market share in 2017. The 100 percent home service delivery sub-

segment is the fastest-growing segment, followed by street stalls/kiosks, during the forecast period.

4. New supplier

Because of expansion they will seek new supplier with lesser delivery price and product cause

5. Increased demand for products

When the price of meat and vegetables decreases, the price of the meal tends to fall as well, which increases the demand for burgers. A satisfied customer is higher, which is a major factor in the rise in demand.

6. Service quality improvement

Burger King's service quality, the use of quality dimensions such as tangible, reliability, responsiveness, assurance, and empathy is used to effectively and assess the quality service of the restaurant.

Threats

1. Expiring contract

If there was a contract it is short term only for the employees, it not a lifetime work because it is a contractual basis.

2. Predicted natural disaster

Climate and its effects around the globe can impact negatively on companies' bottom lines in several ways. Extreme weather, both in the Philippines abroad, can damage factories, supply chain operations, and other infrastructure, as well as disrupt transportation.

3. New Competitors

A company's competitive advantage is compromised when new companies enter an industry offering the same services or goods. As a result, the threat of new entrants applies to a company's ability to enter a market.

4. New Law

Implementation of tax increase because Tax cuts can boost business demand by increasing firms' after-tax cash flow, which can be used to pay dividends and expand activity, and by making hiring and investing more attractive.

5. Legislation for unhealthy fast food

If there is regulation restricting the production of unhealthy foods, the cost of food will increase so there will be an increase in nutritional value, leading to increased cost to the company.

6. Imitation

Product imitation has a significant impact on the financial results, lagged asset return, and having a good marketing campaign will significantly influence market share for the sins that people can prioritize imitation with nearly the same quality as the original product with glass market value does the aim for the great return of us it slow.

Two strategies were formulated from the TOWS Matrix: Market penetration and Production Development. Burger King needs to advertise or promote their business to stay competitive with other companies, they must improve their production and adapt to new trends in the industry.

4.6 Quantitative Strategy Planning (QSP) Matrix

The findings revealed that production development is preferable over market penetration. The two methods have similar ratings, indicating that they can both be applied by the company.

5. Strategy Recommendation

New strategy recommendations are vital for a company, especially when they are aiming for more success. These are the strategies that Burger King can use, and this includes Market Penetration, Market Development, and Product Development.

Strategy 1- Market Penetration

It is said that Burger King’s weaknesses are Market Concentration and Scattered Marketing Campaign, so the strategy of market penetration will be able to help with these weaknesses. Market Penetration will help when it comes to Burger King’s presence, and it will also help in improving their influence. Market Penetration focuses on the brand’s image like partnering with other brands, companies or even with people who have a very great image. It will help in having better marketing or branding strategies and it can also result in the company’s opportunities in the future. Market Penetration will also improve the company’s sales and it will be more recognized by more potential customers since they also need to improve their advertisement skills. Market penetration also helps when it comes to improving the company’s pricing.

Strategy 2- Market Development

Market Development is a strategy that is helpful when it comes to introducing a company’s products to new locations. Market Development will help in developing the business or market through expansions. This is a great strategy since we can see that Burger King is already very successful in their field so opening in more locations will not be that complicated for their company. Market Development is a strategy that can help Burger King in gaining more competitive advantage and it makes the business to be locally, and internationally known. The market development will help burger king to be known in every area in our country and all around the world. This can also help when it comes to improving Burger King’s Marketing Skills and Location development. If the company also focuses on opening more branches in different locations, they will have more control and it can lessen the issue that is related to their franchise models. Having more locations can also lead to the company’s increased earnings and it is a great way to compete with their major competitors which are also opening more branches in every location that is possible.

Strategy 3- Product Development

Product Development is a strategy that involves the development of the existing products, and it may also be used to develop new products that Burger King can release. This can give a new life to the company’s existing products, and this can also help with their new marketing skills that their customers will be curious about. Product development is a strategy that can provide satisfaction to the customers, improve the company’s reputation, improve competitiveness, and improve their quality and performance. Product Development is also one of the best strategies when it comes to improving burger king’s weakness which is having a limited product mix.

6. Action Plan

The action plan includes the steps or suggestions that the company can do to be successful. The action plan will help when it comes to the steps that the company needs to consider so that it can lead to the business’ improvements.

Action Plan 1- Market Penetration

This plan will involve better Marketing and Pricing Skills that Burger King should implement. It is said that Burger King’s market concentration can be seen as a flaw to the business so the best thing to do is to adjust their price range. They also have a scattered marketing campaign which can lead to losing existing and potential customers. Burger King can make their products more known or recognized, and they can compete with other companies by lowering the prices of their products and at the same time it still has a great quality. They can also partner or collaborate with famous influencers so that their sales would increase, their marketing and advertising skills will improve, and their business will be more known so it can result in higher consumer security. Burger King can also improve their location to be more known by the customers and in the market field.

Action Plan 2- Market Development

Market Development will help in maximizing Burger King’s full potential in the business industry. They already have a lot of locations that are operating but they still have a lot of potentials when it comes to opening more branches in different locations so that it will be more known, and it can also lead to their control over their products and service. Burger King can search for more great locations for their business since this will be a great advantage to be able to compete with their major competitors which has a lot of branches in different locations. Unlike their other competitors in the country, Burger King does not have a lot of branches when it comes to provincial areas so having more expanding their business in more locations will be beneficial. When they already have more locations, then they will also have more target markets who are their new potential customers. Market Development can also help when it comes to improving their weakness that is related with negative earnings since when a business is already well known and successful, then there is a high possibility that this will lead to an improvement with the company’s sales and earnings.

Action Plan 3- Product Development

Product Development will be helpful since we can also see in this paper that one of Burger King’s weaknesses is that they have a limited product mix. They have a limited range of product lines like burgers or rice meals. The action that Burger King should consider is to provide new packaging for their products and this also works for other brands. They can provide limited edition products with great packaging and when this becomes successful, they can keep this new product on their portfolio or menu. They can also release more rice meals, drinks, desserts, and new flavors of their famous burgers which they are famous for. Adding healthier options can also be a great improvement for their business because this will be perfect for the customers who are into the healthy lifestyle trends. Through product development, they can also improve the demands, and quality of their products which can result in more customers who will be loyal with their brand.

7. Conclusion

To summarize everything that has been stated so far, we therefore, conclude that Burger King Corporation is performing above the average. Meaning, this food chain is very well operating and competing with its competitors. As the years go by, it is constantly keeping up to cater its market, to meet the needs of its customers, and to be one of the top food chains in the industry.

As you have seen, the Internal Factor Evaluation (IFE) Matrix shows that the Burger King Corporation has a total of 3.02 weighted score which means that it is internally strong. Also, the External Factor Evaluation (EFE) Matrix proves that the total weighted score of opportunities and threats are equal to 2.92 which indicates that Burger King Corporation is an above-average level. Moving on, Competitive Profile Matrix (CPM) stated that Burger King is only on the second spot in competing with McDonald's which has a total score of 3.17 while Burger King Corporation has only 2.75, and lastly, the Wendy's at the third spot having a 2.30 total score.

Moreover, in the Boston Consulting Group (BCG) Matrix, you have seen that what makes that Burger King have high growth and high market at the same time is their whopper products and franchise-owned outlet business. Also, the reason why Burger King Corporation falls to this quadrant is that they have rapid growth, dominant market shares as well as 13, 000 franchises around the world. Furthermore, the Strategic Position and Action Evaluation (SPACE) Matrix of this food chain shows that Burger King falls in the "aggressive" quadrant since it has a total of 0.50 in Financial Position (FP) and Stability Position (SP) while a total of 1.00 in Industry Position (IP) and Competitive Position (CP). Additionally, the Grand Strategy (GS) Matrix proved that Burger King Corporation has a strong competitive position in which strategies such as product development as well as integration strategies will best suit this food industry. To add up, the Internal-External (IE) Matrix shows that the Internal Factor Evaluation (IFE) falls in cell I which has 3.02 and the External Factor Evaluation (IFE) falls under cell II because it has a total weighted score of 2.92.

Besides these matrices, we therefore, conclude that the Strengths-Weaknesses-Opportunities-Threats (SWOT) also come up to consider the strategies Market Penetration and Product Development to remain competitive as well as to adopt new concepts that will surely fit the trends in the industry. That is why in the (QSPM) Matrix, the methods or strategies Market Penetration and Product Development can be applied to Burger King Corporation for the food chain company to keep in the right track. To successfully achieve these goals the strategy recommendation comes up with an action plan on how these strategies will work and will help the company to be competitive as well as to perform better than usual. And so, this is the findings that this paper found.

8. Financial Projection

As shown in the chart Burger King’s revenue has a huge step up from the year 2018 which only shows that it is the best year of Burger King because their income has drastically risen and it continues to grow up until 2020 despite the current pandemic crisis situation, it somehow shows that Burger King wasn’t that much affected by the Crisis.

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trutown-the-bard · 4 years ago

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This Dumb Industry: Charging More for a Worse Product

https://www.shamusyoung.com/twentysidedtale/?p=41879

This is a fascinating article and spot on when it comes to the coming price increase in AAA games. My favorite section:

Back in 1991, McDonald’s rolled out their "value menu". They noticed a lot of people just bought a drink and a burger, and didn’t bother getting the french fries. So they introduced the "Value Meal", which included drink, fries, and a burger for one "low price". This sped up ordering, since someone could simply order a "Number 1" without having to list all of the items individually. It also created the false impression that they were saving money by ordering the meal. (If you added up the cost of items individually, they were within a few cents of the cost of the equivalent meal.) And most importantly, it got people to buy more food.

It sped up order times, it got people to order more food, and it made the customer think they were saving money! You might not like this sort of behavior, but it was effective and clever.

Now imagine a version of McDonalds run like EA. The company leadership doesn’t really eat fast food except to sample their own products, and going to a fast food restaurant with the family isn’t something they would ever do.

So when they decide they want more money, the idea of a value meal doesn’t occur to them. Instead they just charge more. Charge for ketchup packets. Charge for napkins. Charge for bags.

There’s an outcry, and the leadership doesn’t understand why. They did the math and they figured these new policies should only add a few cents onto the usual order. What they didn’t foresee was just how much this change would hurt the overall dining experience. Now a lone mother with three kids has to stop and calculate how many napkins her children might need before they place the order. A guy who runs out of ketchup has to go and stand in line to get one more packet, while his food gets cold back at the table. Cheapskates try to save money by going without lids and straws, which results in more spills for the staff to clean up.

Pay-to-win microtransactions, lootboxes, and turning key parts of the experience into DLC is the equivalent of charging for napkins and straws. Yes, it might squeeze a little more money out of additional customers. But what you can’t measure is how much it damages the experience of using your product. If you understood your customers it would be obvious, and if you don’t understand or care about your games then you’ll never understand it. If Andrew Wilson had been personally looking forward to playing Star Wars: Battlefront II then he would immediately have sensed how upsetting the lootbox policy would be. He’d be able to say, “Wow. 40 hours of grind just to unlock Luke Skywalker? That sounds like a complete killjoy. That might even ruin the game for me.” But instead he only understands games as products for “other people”.

#Shamus Young #video games #video game industry #ea #microtransactions #dlc #lootboxes #mcdonalds #andrew wilson

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roswellroamer · 5 years ago

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Day 2. January 31, 2020. Christchurch to Leithfield to Governors Bay. 142kms.

This morning was leisurely. Laundry was done during the night and so ready to leave tomorrow with bags full of clean duds. Enjoying a French Press coffee ☕️ on the balcony with a cool and steady breeze my first entry was completed this morning to get back into the flow. I always have some mixed feelings regarding the commitment to the written word. It would be so much easier to jot down some quick thoughts, words and stream of consciousness but I much prefer to look back and read a product that has a bit more polish. The only real price is the time it takes to do it but once again on such a journey of length and expected grandeur, I fear details will blur and fade if not captured here on a daily basis. So, off we go. It surely makes me appreciate the process which authors and even bloggers/vloggers have to generate content flow. And this effort on Tumblr is by no means in the ballpark of authorship!

Nursing a nascent but relatively small blister after traipsing around CHC yesterday in new and a bit tight pair of Sunuks, I opted for the BMW riding shoes of Southern Africa "fame". What a comfortable option and waterproof too. Summer is in full swing here and a bright and breezy Friday morning accompanied us down Papanui Rd. towards the central district. A brief stop back at the Carlton found Ted's motorcycle baseball cap tucked securely behind the bar. �� About a twenty five minute walk then took us to the central district and we enjoyed watching the ducks dive and paddle their way on the small but swiftly flowing Avon River with a Chinese orange dragon sculpture mid-stream likely placed in the river to commemorate the Chinese New Year which just started. New Zealand gets a lot of Chinese tourists. Soon we were distracted by the display of chocolates and the appealing menu at She, a chocolatier. Within minutes chilled chocolate beverages were ordered and we sat outside taking in the pedestrian traffic adjacent to some fancy shops and a large indoor food/market space. We were keen on a Malaysian place to lunch when we received a call from Kiwi motorcycle rental shop. Someone had forgotten a jacket at a nearby hotel and if we were available they would pick us up and take us to our bikes around 12:15 as opposed to the 6:30PM plan we had previously discussed. We grabbed some Asian food to go (dumplings, fried noodles/shrimp) and then hustled back to our hotel. Soon we were met by the owner and she drove us and our empty luggage the 46km out to Leithfield where they are located. I found waiting for me a basic 2015 GS800 with over 89,000km but with new tires, a fresh chain and in good operating condition. Thought I had pre-ordered a GPS but they only had one and Ted's bike has it. NP. We sorted out the final paperwork, got some tips about some gravel scenic cut through roads and had a run through regarding the bags on our bikes and off we went! Great to be back on two wheels. Always have to remember twice to stay left for the first day or so when riding in current or former 🇬🇧 Commonwealth countries and turns are strange so some attention is required not to fall back into our "right side" of the road norms... No cruise control but heated grips which may be needed in the Alpine highlands and also on the windy and rainy south/west coasts. But for now, I was glad to have my Klim mesh jacket and vented/mesh Alpinestars gloves as the sun warmed the day up to 74°. We decided to ride out to scenic Sumner Beach skirting CHC and had an expanse of the bay exposed due to low tide. Breakers were rolling in the distance against an unseen sand bar. We stopped to admire the scenery and some windsurfers and a few beginner kite boarders. I then spied a small restaurant stand selling "Trump's American Hotdogs". I was curious and of course had to order one! A heated stick cores out and heats a bun which is then filled with chili, ketchup, mustard, mayo, onions. Then a dog is stuffed in the middle. It was good! 🌭 Also took a picture of their published online response dealing with detractors regarding their use of Trump's name. They said it was better than "Hitler's Hamburgers" or "Mao's Milkshakes"! 😂

We then found our way to the winding road headed to the Godley Head Park and saw some hangliders soaring overhead. The wind socks were horizontal and along the coast winds have been steady and strong. After we ran out of road at the summit, we backtracked and proceeded to ascend Sumner Rd. It was wiped out for 9 years following the quake described in yesterday's post. The slides on a sheer cliff side took that long to be replaced. Beautiful new road with a few overlooks as you approach Lyttelton was fun to ride overlooking the turquoise sea. Lyttelton was a bit industrial and we continued down the coast to Governor's Bay. A few side roads were explored including Jetty Road (not much of a surprise where that one led) and then a turn around to ascend once again to Dyers Pass, 1,048' in elevation. On the other side now away from the ocean, you are met with a sprawling view of Christchurch with a complex network of mountain bike paths crisscrossing the hills to your left. The Christchurch Adventure Park is 880 well designed acres for sightseeing and zip lining and mountain bikes. A long chairlift was operating and ferrying outdoor enthusiasts to the top for a fun descent of about a thousand feet. We didn't stop at the Christchurch adventure park cafe/bar but that area seemed very popular. Some switchbacks as we descended through a fancy neighborhood a la Hollywood Hills down to the nearly sea level altitude of CHC. We opted to aim back to the hotel and dine in the village of Merivale. It's all good because we dined at "Tutto Bene"! Good food and then some nice locals directed us to No. 4 for a nightcap. Tomorrow begins our journey southward into the Southern Alps and details to follow regarding that interesting area. po mārie, which is good night in the language of the indigenous people from New Zealand, the Maori. 🇳🇿

#advrider #new zealand #motoadventure

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yewevob912 · 5 years ago

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Best Air Fryers Reviews 2020

This Air Fryer is splendid for roasting chicken, sausages, and other meat products. Once, the food is cooked, there will be no fat, all you have is a toasted piece of crispy meat. This Air Fryer smashes the myth that the tasty food is not healthy 😉The Operation of Pigeon Super Air Fryer is very quite, and once the cooking is done, an Alarm will beep. The compact Air Fryer employs 1500 W of power for proper functioning. The 3.2 Liter capacity tray is perfect to prepare crispy and savory food for your family.Kenstar Aster 1500-Watt Oxy FryerThis Philips Air Fryer comes with an integrated timer that enables you to pre-set heating time of up to 30 minutes. You can also pre-set the best cooking temperature for chicken, meat, fries, tikii kababs, snacks and all varieties of food. Just spray a little bit of oil or butter so that the food doesn’t cling to the tray.Are you looking to buy an Air Fryer that works with Rapid Air Technology and produce Healthy Oil Free Cooking?

In this post, I am going list Down the Best Air Fryers in India. An Air Fryer is an innovative Kitchen apparatus that cooks food with hot air instead of oil which makes it a must-have kitchen Appliance.

The Air Fryers uses Just a tablespoon of Oil and the Potato Chips, fish, and chicken comes out crunchy on the outside and tender on the inside.

The Output food of the Air Fryer has 80% less fat when compared with Standard Cooking process.

Best Air Fryers In India For 2020

Easy Cleaning, Wattage, and capacity, Size, and Settings, Taste of the Output Food and temperature control are some of the factors that we should consider when selecting an Air Fryer. We have compiled the list of best Air Fryers based on the above features, user ratings, and price.

Philips Viva Collection HD9220 Air Fryer

Without any second taught, I can say that the Philips Viva Collection HD9220 is the Best Air Fryer in India. This Product comes with Rapid Air Technology that enables you to Fry, Roast, Grill and Bake Chips, Chicken, seafood, and many other food items.

Since the Philips Air Fryer uses very little or no oil, the Food is freed from fat and is much reliable when compared with a Normal Fryer.

This Philips Air Fryer is a One-Stop destination for Healthy and Delicious Cooking. The Cooking capacity of this Air Fryer is 0.8 Kg which is enough for the most basic cooking needs.

The Design of the Air Fryer consolidates fast-circulating superheated air, starfish design and optimal roasting profile that allows you to fry a variety of delicious meals in a fast and healthier approach.

The Build quality of the Philips Air Fryer is sturdy, the Knob and the grip are pretty solid too.

This Philips Air Fryer comes with an integrated timer that enables you to pre-set heating time of up to 30 minutes. You can also pre-set the best cooking temperature for chicken, meat, fries, tikii kababs, snacks and all varieties of food. Just spray a little bit of oil or butter so that the food doesn’t cling to the tray.

Kenstar Aster 1500-Watt Oxy Fryer

Avoiding the fried food is not and easy task 😉 Say thanks to the Air Fryers and the advanced oil-free frying. Now we can enjoy a wide variety of dishes in low calories and without any guilt.

The Kenstar Oxy Fryer uses a very simplistic yet innovative mechanism to fry the food without oil. The Oxy Fryer comes with a powerful fan that circulates air in the food basket leading the air to heat up faster.

Also, the interior lines of the food basket contribute to air flow by swirling it which heats up the food in the basket from all corners simultaneously.

Some of you might think that cooking in the Air Fryer impacts the nutritional value of the food. In fact, Cooking in the Oxy Fryer has no influence on the nutrition value of the food. The Food container of the Oxy Fryer has a 3-liter capacity.

The Frying Basket has a special coating, and it should be soaked in hot water with liquid detergent and has to be cleaned with a soft material. You can also use a baking tin inside the food basket for cooking the food.

Please note that the Oxy Fryer should be placed on a flat surface only. Also, Do not turn the timer in the Anti-Clockwise direction forcibly during cooking.

Pigeon Super 3.2L Air Fryer

Pigeon Super 3.2L is one of the Best Air Fryers in India that is priced under Rs. 5000. The Pigeon Super Air Fryer is compact, and the design of the product looks great. This Air Fryer uses Rapid Air Technology that lessens the usage of the oil by scattering the hot air around the Grill component.

The Pigeon Super 3.2L looks larger than its rivals and comes with two-year manufacturer warranty. The Air Fryer includes a pan, basket, and fryer’s tray.

The Operation of Pigeon Super Air Fryer is very quite, and once the cooking is done, an Alarm will beep. The compact Air Fryer employs 1500 W of power for proper functioning. The 3.2 Liter capacity tray is perfect to prepare crispy and savory food for your family.

Havells Profile Plus 4L Air Fryerl

If you are looking for an Air Fryer that has a larger cooking capacity, you can opt for the Havells Profile Plus 4L Air Fryer. The Havells Air Fryer comes with a 4 Liter Container size and the Air Frying basket also comes with a separator so you can cook multiple food items concurrently.

With the unique Rapid Air Technology, the Havells Air Fryer lets you bake, grill, toast, fry and reheat the food with the hot Air. The Air Fryer comes with an innovative Air filtration system that drains out the most offensive odors giving you a clean and odorless kitchen.

The Havells Air Fryer also comes with an integrated timer with a heat controller and Auto-off functionality that lets you cook the food not only quickly but also with up to 85% less oil when compared with the normal deep frying.

Havells Claims that their Air Fryer can cook the French Fries in less than 12 minutes.

Pigeon AF-Super 2.2L Air Fryer

Second pigeon Air Fryer in the List of Best Air Fryers! If you are looking for a Budget Air Fryer that meets the fried food needs for a small family, you can opt for Pigeon AF-Super 2.2L Air Fryer 🙂

The Functionality and performance of Both the Pigeon Air Fryers are identical. The Air Fryer gives you results similar to deep frying with just a teaspoon of oil.

Pigeon AF-Super 2.2L Air Fryer make use of the robust air distribution technology that assures the food is not only tasty and crispier but also cooked precisely.

This Air Fryer comes with Preheating feature that enables you to prepare paneer rolls, chicken fry, spring rolls, vada, kebabs, fish, grilling prawns, cutlets, and other fried foods in no time.

Also, This pigeon 2.2 liter Air Fryer comes with Adjustable temperature control dial that is coupled with pre-set cooking timer which lets you make crispy dishes at the touch of a button.

The Best thing about the Pigeon Air Fryer is, It comes with Auto Switch off feature that will save your food from overcooking and ensure you always get the freshest food.

The Pigeon 2.2L Air Fryer is compact, and the handgrip is devised to stay cool, and the bottom is non-slippery. The Air Fryer utilizes 1270W of power and comes with 2 Years Manufacturer warranty.

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lovemesomesurveys · 5 years ago

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1. What big corporation(s) do you support, particularly because you like what they stand for (many vegan items, donate large amount of money to charities, pay their workers a living wage, etc)? I don’t think there’s any I support just for that reason to be honest. If I’m being even more honest, I don’t really look into what they stand for. Well, except for when it comes to makeup and I see the “cruelty free” logo then I buy those. That’s all that immediately comes to mind. 2. For those who menstruate or have in the past, is it worse to deal with a period in the summer or winter time? Why do you feel that way over the other season? For me it was horrible all year round because I had really bad PMS/PMDD. Summer certainly didn’t help; though, because that makes me miserable enough already. 3. If you wear foundation or have in the past, what type of applicator do you use (beauty sponge, foundation brush, fingers, etc)? Is there a type of applicator that doesn’t work for you? I use a sponge.

4. For those of you that do listen/watch ASMR videos, what are your favorite “triggers”? If you don’t watch ASMR, what are your thoughts on the whole phenomenon that seemed to happen the past couple years over it? I love ASMR. If you read my surveys and the question is, “What are you listening to” or something along those lines, my answer is almost always “An ASMR video” lol. It’s been a thing on YouTube for several years, but it started off with a small community and then really grew over the past few years. The past couple of years it has gained recognition in the news and there was even a Superbowl beer commercial with Zoe Gravitz. There’s also those videos where various celebrities try ASMR. I’m glad it’s getting talked about more and people are learning about it because it has a stigma to it and people who don’t understand think it’s weird or sexual. It’s not inherently sexual, but like other things it can be made that way. Anyway, ASMR is a sensation I’ve experienced since I was a kid, but I only just learned there was a name for it about 4 years ago. I remember feeling it as a kid when someone would brush or play with my hair, and when someone was reading a book or magazine and like the sounds of the pages turning. Those things are definitely some of my triggers. My favorite types of videos are hairstylist role plays, applying makeup, receptionist with typing and writing sounds videos, and stuff like that. I prefer the role play style ones over just straight tapping on items videos. I also like ones where they’re not talking as well, I don’t care for the no talking videos. 5. Are there any true crime cases that bothers you immensely because of the story or verdict of the court case (ex. OJ Simpson)? Plenty. Particularly ones that involve the murder of children. I can never understand that. Also, I don’t understand how Casey Anthony got away with it. 6. When looking for discounted events or activities, where are you most likely to look for these deals (besides Google or other big search engines)? Google is really all I would use, though. 7. What is your favorite type of lip balm (brand, scent, what ingredients are in it, etc)? What about sunscreen or other sun protecting products? I like EOS. As for sunscreen, I like to use ones with the highest SPF. 8. What store(s) do you have the worst time finding clothing/accessories in because they don’t cater to your body type (disregard price and other factors when considering)? If this isn’t something you struggle with, what store(s) do you think people might struggle finding clothing options in if they were the opposite body type as you? I hear people talk about stores like H&M, Forever 21, and Victoria’s Secret because their sizes are too small. 9. Do you use store loyalty programs? If you don’t use them, what is your reasoning behind that? What store loyalty programs do you feel offer the best incentives, regardless if you aren’t a member of them? Like the rewards programs? If it’s something for free and I get points or coupons or whatever for what I spend then sure. If I have to pay for something then nah. 10. When it comes to skincare, what product could you not go without over the other ones? Where are you most likely to shop for your skincare needs? I honestly don’t use any except for water and a moisturizer sometimes. It works for me. I should use the moisturizer more, though. 11. Regardless if you aren’t someone who hoards or keeps stuff for a long time, what is one (type of) item that you have a hard time getting rid of? I am that type of person. I have a hard time getting rid of anything. Like, I used to even keep receipts and shoe boxes for the longest, but I got better about that. I do still keep birthday cards, brochures, ticket stubs, things like that. OH I used to hoard homework assignments, binders, and notes and not even just for the current school year, I’d have stuff from years prior lol. I eventually got rid of that stuff as well. Now my biggest issue is clothes. I have way too many. It’s to the point where I have a dresser, a hamper full of clean clothes, and a mountain of clothes on my bed. I know I could get rid of a lot of it, but I have a really hard time with doing so for some reason. A lot of it I haven’t worn in a long time and probably never will again. I really, really need to go through it all again and try to get rid of some, though. :/ 12. If you eat meat, what is at least one vegan item (not necessarily a banana) that you like or would like trying (such as a trying a soy ham substitute)? If you don’t eat meat, what is one meat item that you like and understand why people eat it? I don’t know. I’m so picky, so I don’t know if I’d like vegan “chicken” tenders or burgers or anything like that, really. 13. What is a food that is always better homemade? How about a food that is always better at a restaurant? I like the homemade meals my family makes, but I like a lot of takeout foods, too. I like both versions of foods, it just depends what I’m in the mood for. I definitely prefer getting pizza, chicken tenders, and french fries from restaurants/fast food places, though. The frozen stuff you put in the oven or microwave at home just doesn’t cut it. Basically all the fried stuff. 14. If you watched teen dramas growing up (such as 90210 or One Tree Hill), which one was your favorite or you liked the best? If you watched family sitcoms growing up (such as Full House or The Fresh Prince), which one was your favorite or liked the best? I like The OC, Degrassi, and Boy Meets World (does that count?) for teen dramas. As for family sitcoms, I liked Full House, Step by Step, Family Matters, and Roseanne. There were others, but those are the ones that immediately come to mind. 15. What is a tradition either within your country or family that you feel is not needed or could in fact even be bad (ex. using paper plates for every party, eating hot dogs every weekend during the summer, etc)? Ew, some people eat hot dogs every weekend during the summer? I can’t judge the paper plates thing because we use them a lot. They’re very convenient for me. The person before me said 4th of July traditions, which I could understand because of the fireworks. They’re obviously dangerous. And LOUD. They’re pretty to look at, but yeah I can see how they’re problematic.

#personal #text #survey #surveys

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180abroad · 5 years ago

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Day 178: ...and We’re Still in Bruges

After a pretty intense day visiting the WWI battlefields and memorials of Flanders Fields, Jessica and I decided to spend our last day in Bruges enjoying some of the lighter things it had to offer: chocolate, fries, and a whopping bell tower.

After a return trip to the I Love Coffee espresso bar and a walk through the market square---this time filled with stalls of flowers and produce---we started the day with a trip to Bruges's Choco-Story museum.

We'd visited a different chocolate museum back in York, so we were interested to see how the chocolate museum in this other world capital of chocolate compared. A lot of the subject material was similar---obviously---but we found the Bruges museum much more interesting. Instead of a flashy guided presentation like we experienced at the York Chocolate Story, the Bruges Choco-Story is an actual museum filled with informational displays that we could take in at our own pace.

As we already knew, the earliest form of chocolate was a sort of cold bitter tea brewed in Central America from cocoa nuts.. What I hadn't known is that the word chocolate is derived from the Nahuatl (Aztec) word cacahuatl, meaning "cocoa water." The earliest known use of cocoa was by the Shuar people of Ecuador around 5,000 years ago. Archeologists have found traces of Shuar pottery still coated with traces of brewed cocoa.

The later Mayan and Aztec civilizations especially favored a type of foamed cocoa made by churning it with a special whisk. The foam apparently cut down the bitter taste of the unsweetened chocolate.

In addition to the more typical museum displays, the Choco-Story also had some delightful Duplo block dioramas.

Much later, Spanish nuns in Oaxaca were the first to add sugar to their cocoa. The drink became so popular among female Spanish colonists that they couldn’t even make it through church services without taking a break for their servants to bring them more. A local bishop tried to crack down on the problem by banning cocoa in church and was found murdered shortly thereafter. (An important lesson about men trying to get between a woman and her chocolate…)

It was nearly a century after Columbus’s first voyage before cocoa made it back to Spain, and it was another century after that before it became popular outside of Spain. But when it finally did, it quickly became a sensation across the continent. In the 1700s, the French philosopher Voltaire mixed cocoa with coffee to create the world’s first mocha. He drank over 40 cups of it per day---to his doctor’s great distress.

Apparently, people were so afraid of spilling their cocoa that a new type of saucer was invented with a basket or cup for holding the cup secure. Maybe they were so afraid of spilling it because it was so expensive. In 1800, a pound of chocolate cost five times the average daily wage.

It wasn't until the mid-1800s that solid chocolate as we know it was first developed by the Quakers of northern England, whom we'd learned about at the Chocolate Story in York. But even though the English invented solid chocolate, the Belgians would argue that they perfected it.

Belgian chocolatiers pioneered the use of fun shapes and fillings to make chocolates even more enjoyable. Belgium was also one of the first countries to impose strict purity laws governing the production of chocolate---sort of like what Bavaria did with beer centuries earlier.

We also learned a bit about the process of making chocolate. (Or rather, I learned, since Jessica was already well-versed in the making of chocolate as a former chocolatier herself.)

I learned that there are three main varieties of cocoa plant: Criollo, Forastero, and Trinitario. Of these, Criollo makes the best chocolate and Forastero makes the least-good chocolate. Still, Forastero is much easier to grow than the other two, so the vast majority of chocolate is made from Forastero beans.

On average, one cocoa tree produces enough nuts to make just one pound of dark chocolate per year. That means that it takes literally billions of cocoa trees to feed the world's sweet tooth.

They also had a diagram showing the composition of dark, milk, and white chocolate. I knew that milk chocolate has a lot more sugar and less cocoa than dark chocolate, but seeing the pie charts really drove the difference home for me.

We also got to eat as many sample pieces of dark, milk, and white chocolate as we wanted, which was nice.

The museum ended with a walk through some incredible chocolate statuary and a demonstration of how to make Belgian pralines. It was pretty much exactly like the demonstration we saw in York---the chocolatier filled a mold with chocolate, poured it out, filled with filling, then filled with chocolate. But it's always fun to see people make chocolate, and it's even better to get free samples afterward.

On our way out to the gift shop, a set of computer terminals offered to reveal our perfect origin chocolate based on our taste preferences. Apparently mine is Venezuela and Jessica’s is Vietnam.

Our next stop was to climb the iconic bell tower that overlooks the market square. I have to admit that I spent a lot of that time thinking about the movie In Bruges, in which the tower plays a prominent role.

Crowds have apparently become more of an issue in the ten years since the movie was released. It was about a thirty-minute wait in the newly installed queue room before we could climb the tower. The price has also grown along with the crowds–twelve euros per person instead of the five quoted in the movie.

While we waited, we watched a looping video showing how the design of the tower has evolved over time. It was once actually even taller than it is now.

During the Middle Ages, a lot of towns around Belgium made deals with the local lords. The lords gave the towns economic autonomy, and the towns used this freedom to make astronomical amounts of money that the lords could use to raise armies when necessary. Each town had a market hall where local merchants would keep their wares safe during winter, and it became a point of pride for each town to build the biggest, most elaborate tower possible on their market halls.

As we climbed up, we got to see some exhibits along the way. We saw an old lock-box and the original wrought-iron doors dating back over 700 years to the hall’s original construction. Back in the day, this chest would have contained important contracts and decrees, and it would have required multiple respected members of the community to open it together, since they each would carry one of several keys that were all needed to open it.

We also saw the giant brass cylinder that runs the tower’s carillon bells just like a music box. I hadn’t known before this trip that that was how they worked!

It's very clear from the inside how much the tower has been expanded and renovated over the centuries. The designs and angles of the staircase change dramatically every few floors or so, seemingly without any care for convenience or continuity. It clearly feels like a place that was originally intended to be behind the scenes and not seen by visitors.

Also, as far as I could tell, there wasn't any point along climb where the stairway matched the one shown in In Bruges. Oh well.

The view from the top of the tower was just as spectacular as we could have hoped. There was a web of wire mesh covering all the windows, possibly to prevent people from inadvertently reenacting the film’s climactic scene.

Still, we were able to get some spectacular shots of the surrounding town and skyline.

Back on the ground, we bought some fries at one of the stands flanking the entrance and sat down in the bell tower's courtyard. Fries are a big deal in Belgium, and there are dozens of condiments to choose from. There's the American staple of ketchup, the Belgian staple of mayonnaise, and a host of other sauces we'd never heard of before. Thankfully we had plenty of time in line to do some quick research on our phones.

We both settled on “Andalouse sauce”–a blend of mayonnaise, tomato sauce, and peppers. If you've ever tried Red Robin's Campfire sauce before, it is very similar to that. They were easily the best fries either of us have ever had.

After doing a bit of final shopping in town, we headed back to our Airbnb to rest up and get packed for the next day's trip up to Amsterdam, where Jessica’s brother Nic was already waiting for us. We were leaving a day earlier than we had originally planned at the beginning of the trip since we'd gotten tickets to a soccer match in Amsterdam tomorrow night, but we still had a great time. Belgium seems to have a bit of a reputation for being an underwhelming tourist destination, but we had a fantastic time. The people were great, the food was great, the beer was great, and the scenery was great.

Speaking of beer, we didn't do any other beer-related activities after the De Halve Maan brewery tour, but we did our best to sample the local offerings back at our Airbnb in the evenings. We enjoyed a bottle of Kasteel Rouge, the cherry-liqueur-fortified dark ale we'd tasted back in Prague. Just like before, the first sip was heavenly, but each sip afterward was increasingly cloying. It would make a great digestif, but a full bottle---or even half a bottle---is far too much.

Another ale we enjoyed was the ubiquitous but still impressive Leffe Brown. It is the standard dubbel offering of the Belgian abbey-style macrobrewery Leffe, part of the Anheuser-Busch InBev family. But like I said, it is still really good. As long as you like dark ales, that is. The first thing that struck me was just how appropriate the name was. Sure, "Brown" doesn't seem like the most unique or descriptive name for a dark beer, but I can't think of a better word to encapsulate its flavor. It's earthy, bready, and nutty---like drinking a fermented organic bakery.

And of course, we got some Lambic beers. Jessica had gotten me into Lambic beers back when we were first planning this trip. Technically, Lambic beer is just beer that's produced in a very specific part of Belgium using wild yeast instead of brewer's yeast. But commercially, Lambic beers are known for being mixed with fruit syrups to create a deliciously refreshing beverage that even people who don't normally like alcohol can enjoy. The main brand you can find in the US is Lindeman's, and one of the first drinks we opened upon our arrival in Bruges was a Lindeman's Framboise (raspberry). It tasted pretty much the same as it does in the US--which could be seen as either mildly disappointing (since it wasn't any better) or moderately encouraging (we don't have to feel depressed for not getting "the good stuff" back home).

Plus, we also had a ton of chocolates we had to eat our way through. Yeah, life was pretty hard for us in Belgium. But all good things in this life must come to an end, even if it is only to move on to the next good thing. And the next good thing for us was Amsterdam, a family reunion, and my first European soccer match.

#180abroad #bruges #belgium #travel #chocolate #bell tower #french fries #architecture #europe #beer #lindeman #still in bruges

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